How Creative Thinking Can Nab a Coveted Celeb Endorsement Targeted marketing and persistence make for a powerful combo on the endorsement front.
By Lambeth Hochwald •
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When San Francisco-based designer Jennifer Bennett wrote a blog post about the fashions on TV's Gossip Girl, she didn't expect her product line to end up starring in several episodes. But in a case of extremely good timing, the show's prop master was searching online for "stylish garment bags" like those created by Bennett, and happened upon the designer's blog. Eventually she approached Bennett about featuring her eco-friendly Jendarling bags on the show.
After Gossip Girl actress Blake Lively carried a Jendarling creation on an episode that aired in May, online sales rose by roughly 30 percent, and visits to the bag company's website jumped from 1,000 a month to 13,000. Since then, Bennett has been invited to deliver more samples, some of which she designed exclusively for the show. "Since the show, there's a lot of interest in custom orders that match Lively's bag," she says.
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